I think you will find that systems of ownership and being reduced or removed and systems of leasing or renting are being pushed. So its becoming less of an option...surprising to the benefit of the rich...not the user paying
Faff around with the language and message all you like, but rent/lease/asa a service etc are all being touted against a 'option' at a time where we are seeing destruction of ownership. This is not good for the average person and I am always surprised by the amount of people who are happy to take this or bootlick on the matter.